SYDNEY: Berlei is hitting the road down the east coast from Cairns to Melbourne with a mobile fitting room, as part of an interactive campaign.
“The Uplifting Tour of Australia” campaign, created by The Campaign Palace, will see a Berlei bus travelling for five weeks from Cairns to Melbourne at the end of November, staffed with Berlei bra fitting specialists.
The campaign idea was drawn from the statistic that two out of three Aussie women are wearing the wrong sized bra and are not aware of it.
In addition to the Berlei Bus, the campaign will run across TV, press, online, as well as local radio and PR events at towns on the route of the trip.
The TVC features a group of women talking about their figures, before emerging from the bus after being fitted with a Great Shape bra.
Experiential marketing company Maverick worked with The Palace to get the campaign up and running.
Women can track the progress of the tour online, and also upload blogs and photos in the community space.
Lindsey Evans, managing director of The Campaign Palace, described it as a “grassroots” campaign.
“By keeping it real and using real language, the bra fitting experience becomes something that’s fun and not in the least bit threatening or embarrassing,” she said.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.